Gestão baseada no valor e o processo de Pricing: estudo de caso de eficiência de recursos e estratégia no setor energético
Data
2023-12-05
Autores
Okahayashi, Vitoria Aparecida Morisawa Roschel 
Orientadores
Barros, Regina da Silva de Camargo
Tipo
Trabalho de conclusão de curso
Título da Revista
ISSN da Revista
Título de Volume
Resumo
Atualmente, uma das principais dificuldades enfrentadas pelas empresas reside na necessidade de se manterem competitivas no mercado em que atuam. Sobreviver a tal ambiente requer, de forma essencial, a capacidade de diferenciar-se dos concorrentes. Nesse contexto, destaca-se como uma vantagem competitiva crucial a presença de uma área dedicada à gestão estratégica de preços, pois é através da área de pricing que as informações serão quantificadas e transformadas em preço. Diante desse desafio, a adoção de uma gestão eficiente que gere valor ao consumidor é um fator fundamental. Este estudo visa identificar as etapas de um processo de pricing baseado na gestão de valor. A pesquisa, de natureza exploratória e descritiva, utilizou dados primários e secundários, destacando a importância da pesquisa qualitativa para compreender fenômenos no contexto em que ocorrem. Entrevistas semi-estruturadas foram conduzidas com gestores e analistas ligados à formação de preços, proporcionando uma visão abrangente e diversificada. A análise descritiva buscou entender como os fenômenos se manifestam nas atividades diárias, destacando a ênfase na processualidade, e com isso o estudo contribui para a compreensão de como a formação de preços pode impactar uma gestão organizacional baseada no valor.
Currently, one of the main difficulties faced by companies lies in the need to remain competitive in the market in which they operate. Surviving such an environment essentially requires the ability to differentiate oneself from competitors. In this context, the presence of an area dedicated to strategic price management stands out as a crucial competitive advantage, as it is through the pricing area that information will be quantified and transformed into price. Faced with this challenge, the adoption of efficient management that generates value for the consumer is a fundamental factor. This study aims to identify the stages of a pricing process based on value management. The research, of an exploratory and descriptive nature, used primary and secondary data, highlighting the importance of qualitative research to understand phenomena in the context in which they occur. Semi-structured interviews were conducted with managers and analysts linked to price formation, providing a comprehensive and diversified view. The descriptive analysis sought to understand how phenomena manifest themselves in daily activities, highlighting the emphasis on procedurality, and with this the study contributes to the understanding of how price formation can impact value-based organizational management.
Currently, one of the main difficulties faced by companies lies in the need to remain competitive in the market in which they operate. Surviving such an environment essentially requires the ability to differentiate oneself from competitors. In this context, the presence of an area dedicated to strategic price management stands out as a crucial competitive advantage, as it is through the pricing area that information will be quantified and transformed into price. Faced with this challenge, the adoption of efficient management that generates value for the consumer is a fundamental factor. This study aims to identify the stages of a pricing process based on value management. The research, of an exploratory and descriptive nature, used primary and secondary data, highlighting the importance of qualitative research to understand phenomena in the context in which they occur. Semi-structured interviews were conducted with managers and analysts linked to price formation, providing a comprehensive and diversified view. The descriptive analysis sought to understand how phenomena manifest themselves in daily activities, highlighting the emphasis on procedurality, and with this the study contributes to the understanding of how price formation can impact value-based organizational management.